$American Express(AXP)$ Has been starting to cree up my radar recently. Credit card numbers are creeping up, and with the increased marketing push to brand amex cards as a luxury lifestyle product, there has been a surge of consumers moving to gain excess to such cards. 

Reasons for the above would be the generous card benefits such as airfare, hotels and transport credits, subscription service credits as well as lifestyle and birthday credits, dining and groceries rewards, all which leaves visa $Visa(V)$ and mastercards $MasterCard(MA)$ in the dust. 

However, this comes at a cost. Amex cards have higher yearly fees as compared to visa or mastercards, however, with the prestige that is currently afforded to these cards, it brands itself as a cut above other cards, contributing to its price inelasticity, with 12% of the american populace owning an amex card.

Moreover, with its own processing network, american express is also less suceptible to fees charged by issuers such as visa and mastercard, thereby increasing their profit margins.

All in all, amex is a company worth taking a second look at. I will be DCAing this into my portfolio.

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